We plan to reach the Middle East, the Persian Gulf, and Asian countries through Türkiye.
Türkiye broke the textile export record in 2021. As the regional leader in the textile sector, Turkey attracts the attention of global fashion brands. One of them, the German fashion brand Leandro Lopes, is entering the Turkish market. Targeted at Generation Z, the brand aims to meet the expectations of Turkish consumers with sustainable products.
Generation Z (or Gen Z for short), also known colloquially as Zoomers, is the successor demographic to Generation Y and preceded Generation Alpha. Popular researchers and media use the mid to late 1990s as the start of the birth year and the early 2010s as the end of the birth year. Most members of Generation Z are children of Generation X.
As the first social generation to grow up from a young age with access to the Internet and portable digital technology, members of Generation Z have been dubbed “digital natives.”
Mohammad Sharif, founding partner of German fashion brand Leandro Lopes, said the company will have a strong entry into the Turkish market. Sharif noted that the brand, established eight years ago, hopes to gain attention in Turkey, especially with Generation Z products.
“We are eager to provide our products to Turkish consumers.”
Mohammad Sharif said about this issue: “We have become a stable fashion brand in Germany. We entered the Turkish market, the region’s leader in textiles, to introduce our brand to international markets. We are excited to offer our products to Turkish consumers.
Sharif said that they provide high-quality fashion products: “Our products are produced in Portugal with careful handwork. We combine the modern designs of fashion designers and entrepreneurs with high-quality materials and craftsmanship. We want to have a place in our sector in the region with products that meet the expectations of our target audience in Turkey.
Türkiye will act as a bridge for us to open to different markets.
Türkiye’s textile leadership is strategically important for the country’s brands.
According to our research, Turkey exports textile products to 200 countries and regions. In 2021, textile companies in Turkey achieved the highest textile exports of all time in about 100 areas. The countries that have the most textile exports from Türkiye are Italy, Germany, and America. In addition, Türkiye is in a strategic position for other regions. As a brand, we plan to reach the Middle East, Persian Gulf, and Asian countries through Turkey. Turkey, which is the leader in the region in terms of quality, manufacturing, and position in the textile sector, will act as a bridge for us to reach different markets.
Sustainability and cost-effectiveness factors are essential in fashion products.
Especially Generation Z tends towards textile products with these qualities. “According to the First Insight report, two-thirds of consumers of fashion products say that they can pay more for quality products,” said Mohammad Sharif, emphasizing that they care about consumer expectations in their products. Almost three-quarters of consumers say they care more about product quality than brand name. Brands and retailers must listen to consumers, especially regarding important issues like quality. Consumers demand more from retailers and brands than performance metrics regarding environmental, social, and governance. This issue becomes more critical with the increasing influence of Generation Z. As a brand, we look forward to providing high-quality and environmentally friendly products for Generation Z consumers in Turkey.
